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Guerrilla marketing is a set of communication strategies and tactics to advertise local and global brands. Among them, we highlight street marketing, ambush, brand installation, happening, and action painting. With the advent of the internet, and aiming to expand its impact with a larger audience, such strategies started being applied to films and spread over the internet in the form of video recordings. We investigated aspects of the production and consumption of brand discourse in contemporary actions of guerrilla marketing in the short story “The hunger artist” by Franz Kafka. For such, we adopted concepts of literary theory and advertising rhetoric.

Um artista da fome, o consumo e a guerrilha publicitária